User Acquisition

User Acquisition (UA) refers to the strategic process of attracting and onboarding new users to a mobile app, website, or digital platform. It involves a mix of both paid and organic methods, such as advertising on platforms like Google Ads, Apple Search Ads, or social media channels (e.g., Facebook, Instagram, TikTok), as well as optimizing app store listings (ASO) and leveraging owned media like blogs or social profiles.

The ultimate goal of user acquisition is to bring in users efficiently, ensuring that the cost of acquiring each user is balanced by the revenue or value they generate over their lifecycle. In this context, app marketers focus on maximizing return on investment (ROI) and ensuring a positive balance between acquisition costs and the app’s monetization potential, whether through in-app purchases, advertising, or other revenue streams.